describe your newly created innovative and differentiated brand conceived in the spirit of your chosen prediction.

At the beginning of 2023, Forbes published Brand Strategies and Big Ideas for 2023. In this article they identified 8 key brand trends for this year, X of these being:

1: Civic-Centered Commerce
Whilst brands may not see themselves as activists, there is a trend towards civic commitment. Doing well by doing good for a community will be one of the key factors distinguishing brands that follow this trend.

2: All Abilities Brandscapes
Recognising and empowering consumers of all abilities (physical or mental) is a trend adopted by some brands e.g. Ikea`s new shoppable docuseries, Belonging at Home, focusing on interior design for neurodivergent minds.

3: Look Up: Midlife & The ‘Queenagers`
By celebrating ‘Queenagers` (45+ women) some brands are challenging gendered ageism. It is estimated Queenagers drive 95% of all household purchases and outspend younger women by 250%. Brands picking up on this trend focus on Gen X women in its marketing.

4: Recasting Consumption: Newness in a time of non-Abundance
There is a growing trend for brands to provide circularity in their products and or services as part of their proposition e.g. in store repair stations, rentals and conservation.

5: Wellbeing Trips: All the Feels Health
Blending media and brands is an emerging trend e.g. branded Room to Breathe, a 15-minute, immersive sensory experience teaching breathwork skills to reducing anxiety (a collaboration between Panadol and Pixel Artworks).

Article - Predictions For A Permacrisis: Brand Strategies & Big Ideas For 2023 by Katie Baron


You are to examine opportunities and propose a new fashion and /or lifestyle brand together with a brand strategy that embeds one of the five predictions identified above i.e. Civic-Centered Commerce, All Abilities Brandscapes, ‘Queenagers`, Newness in a time of non-Abundance or Wellbeing Trips.

Drawing on your photoshop skills, your work will be presented in an illustrated portfolio. Along with a Table of Contents, an introduction and conclusion, the portfolio will include the following sections:

1.0 Introduction: provide background/context to your chosen prediction, outline the purpose of the portfolio and introduction the reader to the various sections of the report.

The Brand and Brand Strategy: describe your newly created innovative and differentiated brand conceived in the spirit of your chosen prediction. In doing so, produce a brand strategy to support the brand. Note, a brand strategy is a long-term plan for the development of a successful brand. It is directly connected to consumer needs and is cognisant of the competitive environment in which the brand operates.

Components of the brand strategy are:

• Brand Target Audience
• Brand Positioning
• Brand Promise
• Logo/physique
• Brand Voice
• Brand Relationship
• Brand Culture

3.0 Brand Communication Objective: Relevant to the brand strategy, determine one objective for a brand communication (e.g. brand awareness; motivate to make a purchase) and state what is communicated (key message) and how it will be communicated (e.g. social media/in a physical store).